Analyze results and metrics is always an interpretation exercise. After all, how do you know if those indicators are good? Of course, good results do not mean that you can feel satisfied and do not need to improve, but at least say if you are in the right direction.
One of the indicators that generates this question is the amount of visits a website. In conversations with customers and in forums and lectures hear quite a few variations of the same question: “What is the minimum number to be searched?”, “What is the ideal number?”
The truth is that this number does not exist but can exist . In this article, I explain better why.
All planning starts with a goal, and this case is no different. Traffic can not be a vanity metric : it must be the first step in a strategy to generate Leads, nourish them, qualify them and … sell!
So think of your funnel sales and its conversion rates: their number of visits to be sought is directly linked to how much you want and can sell.
Recently, speaking about the topic of this article , I used an example of The Lord of the Rings. In it, the character Gandalf needs to recruit eight people to a group.
If the goal was to make these 8 “sales”, how many people he should interview? Incredibly, in the movie it gets 100% conversion: the 8 people consulted agree! But of course, in real life it is not like that.
So, when thinking backwards, the question becomes: how many need to generate hits on my website to sell to X clients?
Maybe you do not know the conversion rates of your funnel (we’ll talk about that later) or has difficulty in establishing a sales target that is both realistic and challenging time. But do not let that paralyze their plans.
Each segment has its characteristics, both conversion rate and the average amount per sale.
Look at these two examples, adapted from actual cases:
The Company A is a segment that attracts considerable interest. When you publish content or a rich offer, many visitors come to your site, but few advances in the Purchase Journey.
If this is your case, perhaps more urgent than inflate the visits, worth thinking about optimizing your conversion rates, experiencing:
Already the Company B operates in a segment that attracts few visitors. Few people look for the type of content or rich offer that it offers, but these people, when they look, arrive already more mature in your Shopping Day . It is a case of qualified traffic.
Careful not to attract uninterested visitors, a tip for this case is:
So, which of these examples is more like its segment?
A more practical example is what we see right here in Digital results.
We have a large volume of free educational materials and daily blog posts, to attract interested in Digital Marketing and all matters related to this universe. Of course, marketers receive visits, owners of companies from various sectors, professionals, students and several other profiles that are interested in what we disclose.
Some of these profiles are interested in using the RD Station , still others may take up to feel this need – and some probably will never be interested. And for us, all right! It is a characteristic of our industry and we take this very into account when looking at our own conversion rates.
There are several channels (or traffic sources ) to promote your website or blog and generate visits. When planning your goal, it is important to know what and especially, which the most relevant for your business or segment.
Google Traffic Sources organized in 9 channels :
Each has its characteristics and can be stronger as the profile of your audience. By doing an analysis by channel, you can find the best for your strategy.
A channel analysis will help identify the best not only to attract traffic, but also to generate leads: some channels may be good in volume Leads and others bring more qualified leads.
The analysis also can extend a little more and watch which channels generate more customers and their respective revenue . This information will help you measure and improve your ROI (Return on Investment), which is the primary metric of Digital Marketing.
Anyway, there are channels that are almost mandatory in its strategy: organic search and social to attract new visitors and email to relate to your Leads base . In addition, it is worth using paid media (search or social) and to undertake a stress link building to gain referral traffic.
“Numbers I want to see numbers,” you may be thinking.
We’ll get there!
But first I want to draw your attention to the most important point of this post:
When it comes to visits, the absolute numbers are not as important. The best criterion of success for its strategy of generating traffic is growing .
This is mainly because, although some channels can deliver results faster (as paid media or a good link to generate referral traffic), its strategy to attract visitors must have consistency to stay in the medium and long term . Immediate results are good, media buying is an excellent channel, but you can not depend on just that. Combine the channels and build an attraction and growth machine!
With that in mind, we are ready to go to the numbers:
To begin, it is important to define success of Mark , that is, the points you want to overcome along its growth trajectory. You can plan, for example, to reach the milestone of the first 50 Leads .
Set its first milestone, it’s time to think about what will be needed to achieve it. To generate these 50 Leads, you will need:
And here’s the answer!
Notice the difference that makes a good conversion rate. The same Leads 50 may be generated from hits 200 or 1000, depending on the conversion.
So the next step is to think about the various tactics that are to optimize your conversion.
You want to start now?
Follow our results Track and optimize conversions from your funnel !